History Trust of South Australia
Client:
FEB, 2024
Date:
FACES OF HISTORY
In early 2024, BMP was challenged to develop a social media strategy for the History Trust of South Australia to garner public attention for the proposed AMoSAH project, a future history haven. The 'Adelaide Museum of South Australia's History' is a museum celebrating the rich history of the state and its people, and it requires the support of those people in order to continue development.
History Trust of South Australia
Client
Branding, Social Media, Strategy
Services:
Connecting Faces with South Australian History
The Challenges
Public Attention: Hope for AMoSAH will live and die based on the public being aware and being excited for it. Change begins on the street level.
Identifiable: As a project that resides in the realm of the arts, having a unique style that can be replecated and associated with the brand.
Ambiguous: As the project is in the early stages of planning, attention must be gained without sharing specifics. Focusing on the idea, not on the product.
Our Strategy
"Our Museum." Fostering Local Pride & Ownership: BMP positioned AMOSAH as "our museum," fostering a sense of community ownership and connection to South Australia's past. This strategy resonates with the desire for inclusivity and diverse perspectives on the state's history.
Faces at the Center: Engagement & Success: Placing human faces at the heart of the strategy fostered engagement. The result? The campaign exceeded expectations in terms of audience response and interaction.
Emotional Connections Drive Awareness: The initial campaign focused on creating awareness through emotional response. By allowing the audience to envision a powerful museum experience, BMP captured attention and stopped viewers from scrolling past.
The Outcome
Deepening Community Connections: BMP's "Our Museum" concept fostered a sense of local ownership and pride, resonating with the desire for inclusivity.
Emotional Connection Drives Awareness: The campaign featured powerful imagery, exceeding expectations for capturing attention and stopping viewers from scrolling past.
Engagement Through Faces: Placing human faces at the center of the strategy fostered engagement, successfully 'stopping the scroll,' attracting quality user attention and resulting in above-predicted responses and interactions.
Wrapped Up
BMP's strategy wasn't just about the past; it emphasized AMOSAH's role in shaping the future. We positioned it as a launchpad for exploring South Australia's rich history, encouraging deeper connections with the land and its people.
Through this multi-faceted approach, BMP ensured AMOSAH stands out as a must-visit destination, not just for South Australians, but for anyone seeking a deeper understanding of the region's unique story.